interactive marketing & other things - amy cham

Marketing Wha...? Note #2

Another marketing oddity...Apparently Coca-Cola's Brazil division is trying out Twitter marketing.  Last week I got a notice that Coca-Cola Zero was following me.  As a habitual drinker of sugar-free Coke products in the morning (I find coffee to be too much, too soon), I thought cool. Maybe they're posting codes for free sodas or contests or something.  Coke seems to do some neat things online from time to time...maybe I could learn something.

So I went to the profile to follow, and found that they are out of Brazil and all their tweets are in Portuguese.  *sigh*  There go my warm fuzzies.

I get that Twitter is free, but if you're going to spam-follow users in hopes that they will follow you, can you at least try to target people capable of understanding your messages?  Or, working the other way, retweet in the main languages of the people you want to follow you? 

Marketing Wha...? Note #1

Marketing weirdness over the weekend...my local movie theater was handing out free samples with the popcorn.  Not Twizzlers, not something chocolate...spaghetti sauce.  Full retail-sized packages of spaghetti sauce.

I dun geddit.

Every day is the Super Bowl! Check Adjack

I'm one of those wacky people who finds the actual Super Bowl game to be a distraction from the all-star commercial line-up that runs on that night.  The run-of-the-mill commercials that run the rest of the year can get tedious, but dang it, those Clydesdales can act!

If you're like me, you'll enjoy this site...Adjack.tv is the brainchild of David Boland, one of my friends from Cornell.  Recognizing the entertainment value of clever commercials, and the natural human attraction toward opportunities to win something for nothing, Dave created Adjack.  Adjack presents some of the most engaging commercials going, and gives you free chances to win big jackpots for watching them (where permitted by law).

Congrats to Dave on his beta release...  Check it out!!

Setting Goals for Content Sites

If you’ve been reading up on internet marketing, you’ve no doubt seen many articles talking about improving your site conversions. On a sales-oriented site, this is very intuitive…what portion of your visitors end up buying something? 

For a content site, though, it can be difficult to decide what a “conversion” might be, much less how to measure it and optimize for it. As this is something I have struggled with on some of my client sites, I thought it was worth a post and hopefully some discussion. 

This article is not intended to be a definitive, all-encompassing guide…rather, my hope is to get the wheels turning for how you might be able to more effectively use and measure your content-based site.

Marketing Books for Charity

This is cool...Rohit Bhargava highlighted this on his blog a couple days ago.  He has just launched an affiliate bookstore, The Ultimate Marketing Bookstore, with a unique idea.  The Amazon affiliate site collects recommended reading lists from marketing illuminaries, making it easy for shoppers to choose the best of the best in current marketing wisdom. Proceeds from the site's sales go to DonorsChoose.org, a non-profit that provides grants to teachers for projects they might otherwise not be able to get funding for.

A great example of leveraging the power of social marketing, Rohit and his team used LinkedIn to get recommendations for what charity to focus on, are using blogs to get the word out and get feedback, and will be releasing badges and other Web 2.0-ish tools to build awareness.

Check it out!

Web 2.0 Analytics presentation

I just got back from tonight's meetup, and the feedback has been pretty good so far.  I really enjoyed giving the presentation, and I hope that people found useful tidbits that they'll be able to use in their own analytics projects!  The presentation focused on using urchinTracker to flag user interaction points and understand how their non-pageview interactions are affecting your goal conversions.  I used Google Analytics as the example platform, but I'm guessing other javascript-based packages have some similar mechanism available.

If you're interested, I've PDF'd my presentation in notes view.

Updated: Dorian Benkoil of Teeming Media (a strategic digital media editorial and business consultancy, helping companies manage their digital media toward specific business objectives) was nice enough to record the presentation audio for us last night.  You can listen to the mp3 here. (You'll want to turn the volume up on your speakers.)

Were you there?  What did you think?  How will you use Google's urchinTracker in your next analytics project?  How have you used this technique in the past?

Irked at LinkedIn

'Kay then...in the past I have indicated my affinity for LinkedIn. In general, I really like it, even more so now that it appears they have hired actual customer service people to respond to emails.

Today, however, I am rather irritated with my friend.  I got the following in my messages inbox yesterday:

Now, as one who creates and builds web content, I fully appreciate the need to support free content and services with advertising revenue.  Even those of us who do this because we think it's fun still want to make some money, right? Go forth and prosper!!!

Here's the thing that's bugging me...I'm a paying customer.  If I am not paying for a service or content, I fully expect to be advertised to.  I have no objection to the ads sprinkled through my Facebook stream...it's my payment for a service that I enjoy.  But if I am paying $150 per year for a business account on LinkedIn, I do NOT expect to start wading through junkmail in my messages.  (Why Hilton seems to think I'm an event planner is beyond me.)

LinkedIn, don't waste your goodwill sending ads to paying customers (and brand advocates) like me, especially ones as poorly targeted as this one.  I can live with the on-page text ads, but things like this just gunk up an otherwise valuable and well-purposed communication channel and waste my time.

This is not what we are paying you for.

Internet marketing how-to's on eMomsAtHome

I'm a little late in posting this, but I just wanted to point out that the results for the group research project I wrote the three-column CSS article for are available.  The list topped out at 37 entries, with how-to's and tutorials ranging from setting up WordPress, so search engine optimization, to work-life balance.

Check out the full list!

More free stuff: Marketing Pilgrim e-book

Here's another quickie.  Andy Beal posted this notice of a free search engine and social marketing ebook.  The book is a collection of essays entered into Marketing Pilgrim's two scholarship contests for search marketers.

I've read a few of the essays on the MP blog, and they were excellent.  Enjoy!

Free stuff - Rich Schefren's latest plus MySpace on social marketing

Two quick links to some very cool, very valuable, and very free documents:

• Andy Beard links us to Rich Schefren's latest free resource, "The Attention Age Doctrine." I haven't read this one yet, but what I have read of his other work is fantastic!
• Charlene Li gives us a link to a report MySpace put out a little while ago called, "Never Ending Friending," giving their take on how people use social networking sites, and what we can do about it. (Forrester also has a new social networking report out.)

I can't wait to dig into these...go get them!

Three C's of SEO: Part I

This is a topic that gets a lot of coverage around the internet, but it's also one that I get asked about very regularly: How does search engine optimization (SEO)/search marketing work? 

The question usually comes from someone just getting their bearings on the internet, often frustrated with their own poor search rankings.  With all the engine quirks, tips, tricks, and of course false promises out there, the typical small business user doesn't know where to start.

So here's my contribution.  The following is focused on organic search marketing, and I will use the term 'SEO' to refer to it. ("Organic" search refers to the search results on the main part of the results page; the term is used to differentiate these results from the ones that are paid for.)

Taking a small sip from the MBA koolaid, I've put the key SEO elements into a simple 3 C's framework...

Web 101: What is interactive marketing? (II)

A few weeks ago, I wrote "Web 101: What is interactive marketing?"  The article focused on the tactical elements of internet marketing--the online tools that today's technology adds to our marketing mix.  This time, I'd like get more conceptual, and focus on what it is that interactive marketing hopes to achieve.

To start with, I should not have gone straight into interchanging "interactive" with "internet" without acknowledging that I was doing so. 

Interactive marketing seeks to build a conversation with the market, rather than simply sending out messages--it's a conversation instead of a monologue.  Today, the internet is one of the primary means of doing this, and many regard the terms as synonymous.  It is a habit I have gotten into, and should have noted at the outset.  In the context of my blog, I will often interchange the two. However, they are not exactly the same.

So what are the goals of internet marketing?

In some regards, they are very similar to traditional marketing channels, and in others they are unique to the internet. 

iPhone: Wildfire or flameout?

So, I'm not sure I qualify as a "pundit," but Seth Godin wants to know what all us chatterboxes think will happen when the iPhone comes out.

When it was first presented, I posted a rant about what I felt were iPhone (and Apple) shortcomings.  I was, suffice to say, disappointed with a few small but, in my opinion, inexcusable gaffes.

Seth thinks it will be a blowout success. 

I can't say I quite agree.  Don't get me wrong...I think it will be a very strong product launch, and sell pretty hot for the first 6-12 months.  Beyond that, I'm not so sure. I think that there is going to be a lot of room for dissatisfaction with smudgy screens, the data network selection, limitations on application sources, and Cingular lock-in.  With it's richie-rich price tag and proliferation of lookalikes, even small beefs could become a major hurdle.

So that's my prediction. Hot launch, fairly quick fizzle.  I think it will do well by normal standards, but disappoint against the hype.

Anyone else want to take a crack at this?  What do you think?

More on privacy

Last week, I posted this summary of the behavioral targeting session at the Web 2.0 Expo, and shared my personal concerns about privacy and cross-site data collection.

Today, John Battelle proposes a second-draft data bill of rights addressing some of these privacy concerns.  Among the topics address by his proposed rights are:

• Data transparency
• Data portability
• Data editing
• Data anonymity
• Data value
• Data permissions

I am interested to see where this goes. Can it get a critical mass of support to help break down the trust walls with consumers?

This looks like a great start to me...I am very happy to see someone so influential taking a serious and strong stand on this issue.  Being able to see what is collected about us and exert some control over how that information is used could go a long way toward making behavioral targeting more effective and valuable for both marketers and consumers.

Let's hope that the industry can agree on some self-imposed rules to make the marketer-consumer relationship friendlier and more satisfying!

Market research about marketers...closes tomorrow!

Are you a business owner who markets to consumers, or a marketer who works with consumer-facing businesses?  I need your help!

The B2C marketing survey I have been running closes tomorrow night!  You can still get in for your chance to win one of two $100 gift certificates from your choice of a variety of online merchants. 

The survey is here.

It should take 5-10 minutes to take, and your email address will not be shared with the client unless you specifically opt-in to participate in a free beta test.  More info is here.

Thanks for your help, and good luck!!

Who do you think you're talking to?

Today I got a reminder that the audience isn't always who you think it is.

I'm in the process of building a new site for a client, and today we had a committee meeting where I gave a talk about what our plans are and the progress so far.  I had two types of users in mind; members of the audience at the meeting pointed out two other segments that we had never talked about to this point.  One of these segments is a critical gatekeeper in the conversion process.

Wow.  As soon as I heard it, I realized my mistake.  How did this happen?  I certainly know better!!!

Web 2.0 Expo: Behavioral Targeting with Basem Nayfeh

This live blogging deal is harder than it looks!  I got 20 minutes of charging since the last session...here's hoping my battery holds out!

Here's my last one for today, then I must stop and work on other things. I'll get my notes blogged over the coming week.

Basen Nayfeh of RevenueScience....how do we overcome the shotgun approach to advertising?

I would like to preface this one...I am not sure how I feel about this topic. As a marketer, the ability to capture cross-page and cross-site behaviors is exciting and I definitely see the benefit to both marketers and consumers, but as a consumer I always feel a little anxious about someone tracking me across sites.  I know they do it, and I willingly let Google see not only my searches but me email, RSS choices, and draft documents, but I'm still not wholly comfortable with it.

Still, this is a valuable area to be familiar with. I hope that one day the privacy issues will be somehow  adequately dealt with to ensure that our behaviors are not tied to our ID, but I don't today know how this will occur.  Also, the same principles can be applied within your own website even if you choose not to partner with anyone else.

Web 2.0 Expo: Akin Arikan on Measuring Web 2.0

It's 10:41, and we are back in room 2002 waiting for Akin Arikan, of Unica Corporation, to start his talk, "Top 5 Do's and Don'ts for Measuring Web 2.0." 

(It's the last day of the conference, and I am very sad to go.  The people here are great, the sessions have been awesome, the companies are extremely cool, and I love being back with people who consider jeans 'business casual' as long as you are wearing shoes. Oh, and the weather has been a steady 55-60 degrees with sun and a few clouds.)

Web 2.0 Expo: David Berkowitz on SEO and SEM trends

Okay...looking at the many tabs of notes I have in OneNote (handy program if you've never tried it), I've decided to try something new. Live blogging!

David Berkowitz of 360i is about to start his talk on SEO and SEM trends, and instead of adding to my notes, I'm going to try writing my summary as it happens.

Please note, this entailed very fast typing while listening and watching, and the recap includes my own interjections.  So don't take anything as a direct quote.

Let's see how this goes, shall we?

Win a free copy of 'The Dip' (Yes, this is a bribe.)

If you have been reading my blog or have ever talked to me about marketing, you probably know that I am HUGE Seth Godin fan.  I've read a handful of his books, and check his blog almost daily.

So when he announced he would be in NYC to give a talk as part of his book tour for 'The Dip,' I jumped on it.  Even better, the registration fee for the talk includes 5 copies of the book!

Want one?

Seth Godin wants to put me out of business

Today, Seth Godin gives away a prized secret...successful internet marketing for very very small businesses and practitioners doesn't have to take a splashy website, elaborate technology, or expensive consultants (thanks a lot....).

Seth lays out a simple roadmap for getting started online, with an investment of $60 and a few hours of time.

There are tons of new, often free, online tools coming out all the time. As simple as any single tool is to use, the sheer volume of options can be baffling and paralyzing.

Don't get caught in that trap.  A few simple steps will get you started and running.  Seth's plan is easy to follow and provides the foundation for your online marketing presence.

Should you stop there?  Maybe, maybe not.  There are many things that can add value to your core presence, improve your visibility, and create value-added services and resources for your customers.  But there is nothing--time, money, technology--to keep you from starting.

A spectrum of travel customer service

I've been doing an unusual amount (for me) of travel lately, and it has illustrated to me the vast range of service quality in the travel industry.  Here's a comparison of experiences, and what the service in each case made me feel about the companies involved.  Truly scathing stories will remain anonymous...

Buses

Yes, I take buses fairly regularly as a Cornell student with a husband and home in Manhattan.  I usually take Campus-to-Campus, a rather pricey service that provides lots of extras like comfy seats, on-board wireless internet, complimentary snacks, and a driver named Dave who now knows both me and my husband on sight. :-)

At spring break, however, I did not book my seat in time and had to take the OTHER bus that runs from Ithaca to Manhattan...

Survey: Patients, Doctors, and the Internet

Yep...it's another survey!

As part of an independent study project for my MBA at Cornell, I am conducting a survey on how individuals use the internet related to finding medical specialists and looking for medical information. Additionally, it asks how people use, or would like to use, the internet in their relationships with their doctors.

 The survey should take about 10 minutes to complete, and your responses are completely anonymous. At the end, you will have the option to register your email address in a drawing for one (1) of three (3) $50 Amazon gift certificates. Registration is done through a dedicated email address and is in no way connected to your responses.  Names and email addresses are not shared with any third party and are used solely for the prize drawing.

To enroll in the research, visit http://www.amycham.com/health2007.html. Please note, all respondents must be at least 18 years old.

If at any time you have questions or concerns about this survey, please contact me, Amy Cham, by emailing me at acc68@cornell.edu.

If you know someone who may be interested in helping with this research, please pass them the link to this post.

Thank you very much for your help,

Amy

Survey: Marketing for Online Consumer Business

As you may or may not know, I am finishing off the final semester of my MBA at Cornell’s Johnson Graduate School of Management. As part of my coursework, I am doing pro bono consulting work for a brand-new startup with a new web-based marketing tool.

My work for the client centers on a survey I am conducting to better understand how B2C businesses use existing marketing tools, how well these tools are working for them, and where there is room for improvement.

Everyone who takes the survey will have the choice to enter a drawing for one of two $100 gift certificates from a selection of online vendors, and will have the option of participating in a free one-month beta test of the client’s new service. Testers can receive up to four months’ total free service if they choose to participate in an extended beta. Both the drawing and the free service are completely optional, and there is no further obligation implied by participation in either the survey or the beta service.

The survey takes 5-10 minutes to complete.

The survey is here: http://www.surveymonkey.com/s.asp?u=862633577249 .

If you are a blogger or webmaster, I am offering on-blog banner promotion of any sites that help to me get the word out about this survey. Additionally, the first four sites to send 12 respondents my way will receive a free copy of Seth Godin's new book, The Dip. Please email me if you would like to know more.

Online ads on the brain

This week is a mad week for me with two client surveys in the final pre-launch stage.  One of these clients is a startup with what I believe is an innovative approach to an economical, easy-to-use online marketing tool.  (To protect the integrity of the survey, I won't say who it is at this time.  I'm sure you'll hear more about them in the coming months.)

Anyway, focusing on this company has resulted in some interesting conversations about what's going on in the online advertising space, and coincides with the online buzz.  Three articles that got my attention this week:

CPC, CPA, or CPM: The Publisher's View (Clickz.com)

DoubleClick Explores a Sale (Wall Street Journal, requires subscription)

More on GoogleClick: It Will Be Free, And Partners Worry (John Battelle's Searchblog)

I haven't had the opportunity to do much with online advertising to date, but things are getting very interesting...

Fabulous Freebie from Avenue A/Razorfish

Guy Kawasaki has this post, featuring a 75-page report released for free from Avenue A/Razorfish.

I haven't had a chance to sit down and read the whole thing, but it appears to give a very nice overview of many online marketing and media trends, predictions for the future of search in 2007, reporting of their own observations of how client marketing spend changed in 2006, and plenty of suggestions, explanations, tips, and commentary.

I hope to say more on this once I've read through it. This is sounding like a good read for my upcoming flight to Orlando...!  Props to Avenue A/Razorfish for sharing the knowledge-wealth!

Online Press Releases

Lee Odden on TopRankBlog has a phenomenal post on using press releases online.

Not a whole lot I can add here, except to confirm that in my experience, press releases are one of the simplest and cost-effective marketing tools we can use--and yet they are rarely used well.  The typical press release is a blah announcement about a new customer or employee.  It doesn't get attention, and nobody is interested in publishing it.

An exciting press release, however, about something readers care about, with compelling wording and a call to action, and some incentive to take that action can be some of the best advertising money can't buy (short of envangelism by your delighted customers).

Enjoy!

OMG...College kids watch TV?!?

A couple days ago, the Wall Street Journal ran an article called, "TV Networks Launch Big Campus Push."  Apparently, Nielsen Ratings has finally come up with a system for measuring television viewing habits on college campuses.  Now that Nielsen is counting college kids, networks are suddenly hot to market to them.